In its effort to expand the Rs 700-crore shampoo market, Hindustan Lever Ltd. (HLL) has introduced a new cost optimised formulation of Lux shampoo in a 4-ml sachet priced at 50 paise. This unit price is the lowest ever price for a shampoo sachet launched in the market so far.
The new range-which will be endorsed by Urmila Matondkar -- also comprises a first-time launch of 50-ml bottle priced at Rs 6 and 6-ml sachet at Re 1. The aim, clearly is to target the non-user segment as usage of soap on hair is still high in most areas.
Among its various initiatives, HLL is isolating those districts where shampoo usage is low or nil so as to increase penetration and growth. It recently took the initiative to launch the Re 1 sachet as "Clinic Plus Mini" - the lowest ever price - as the bottom end of the market is price-led.
The relaunch of Lux shampoo is being launched with an electronic media campaign across the country from February 2001 onwards. The tag line `Lux Shampoo ki raunak, baalon se chehere tak' emphasises on `raunaq' or `shine'. HLL's other shampoo brands in the portfolio are Clinic Plus and Sunsilk for strong hair.
It's leading brand Clinic Plus is currently the market leader in the Rs 700-crore shampoo market with a share of 30-32 per cent. The shampoo market is currently growing at around 10-12 per cent.